Trading or buying as it is often referred to in many countries, is more than what it sounds. Of course, as an agency, Media Contacts offers buying or trading services to our clients. But at Media Contacts we take that one step further to ensure a strategic approach to purchasing media on behalf of our clients that drives better pricing and better relationships as well as better real estate and increased value add. These value additions can come in the form of preferred pricing, exclusive positioning, beta opportunities, custom research, data exchange, and/or delivery verification.
To illustrate what Media Contacts offers here, let’s focus on ad networks. Most agencies buy anywhere between 30 and 75 ad networks with little differentiation between them often based on seemingly arbitrary guidelines that can cause huge inefficiencies with a media buy. What our trading services aim to do is strategically identify each ad networks core capability in an effort to buy better and not more. This approach will reduce duplication within the networks, it will increase control over reach and frequency and therefore media cost.
Media Contacts is also able to offer improved buying capabilities through our relationship with Adnetik. Adnetik is Media Contacts’ preferred trading desk to interface with DSPs, ad exchanges, and other inventory sources in the growing area of bidded media. Our clients running with Adnetik can de-duplicate their inventory sources, reduce 3rd party competitive bidding driving up the advertisers costs, and improve targeting as well as ad delivery control. All of this is focused on driving better media buying. So Media Contacts trading services are really just smarter media buying services that help our clients put the right ad in the right place at the best price.